Updated May 24, 2019

Asia Injury Prevention Foundation

Helmet Behavior Change & Advocacy Campaign

Jimmy Tang

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Stage 3: Proof of Concept

Registered  In Cambodia.

Focus Areas:

Health and Social and Behavior Change

Health and Social and Behavior ChangeSEE LESS

Implemented In:


CambodiaSEE LESS

Country Implemented In
Funds Raised to Date
Verified Funding

Innovation Description

This project will specifically focus on increasing passenger helmet usage and, in doing so, will prevent thousands of unnecessary road crash injuries and fatalities and save Cambodia millions of dollars otherwise lost.
How does your innovation work?
Through this project, AIP will increase passenger helmet rates in 18 targeted communes, set within six targeted districts, to 30 percent within the first year of the pilot (25 percent at district level) and to 80 percent in the second year (60 percent at the district level).

Planned Goals and Milestones

• Behavior Change Campaign: Will improve passenger helmet use behavior change in the targeted communes and districts through mass media activities such as television commercials, radio shows, billboards, and banners; a street-based campaign, to pull over un-helmeted passengers and offer them both information and free helmets; and a commune-based campaign to specifically energize communal residents through events and the distribution of literature. • Enabling Environments Campaigns: Will provide pressure to quickly approve the drafted passenger helmet law and, upon passage, improve its enforcement at the commune, district, provincial, and national levels through a series of stakeholder workshops, enforcement study tours, and the creation of national and district-level enforcement action plans.
This will be accomplished through a series of three, mutually-reinforcing campaigns, the design of which is based on previously, highly-successful initiatives in both Cambodia and Vietnam: • School-Based Campaign: Will increase helmet use at targeted schools, within targeted communes, by offering donated helmets to all students and teachers while also reinforcing helmet messages through all-school ceremonies, student activities, teacher trainings, parental information sessions, and awareness materials such as school billboards and posters.


Date Unknown
Date Unknown
New Country Implemented In